Tourism marketing : in the age of the consumer
Author(s)
Bibliographic Information
Tourism marketing : in the age of the consumer
Routledge, 2022
- : pbk
Available at 4 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
Approach -
This book takes a contemporary consumer and experience approach throughout that better reflects the way tourism marketing has evolved, is practiced and taught. It is written from a tourism industry perspective rather than an adapted marketing approach (Kotler).
Currency: Reflects the way Tourism marketing has evolved by integrating, Social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing and raising events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing which is not present in other books.
Focuses on Tourism Marketing -Some books aim to cover every component of marketing for the tourism and hospitality industries, with a bias towards Hospitality (Kotler & Morrison). They therefore fail to cover Tourism Marketing in sufficient detail for 'Tourism Marketing' core modules unlike this book.
Length - Tourism Marketing is commonly taught in 1 semester and this book matches core content on these courses in 15 chapters. Competition is too long for these courses.
International approach - taking a global view in terms of content, case studies and examples.
Online Resources - Offering students and lecturers better & appropriate online resources including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT's & web links
Table of Contents
PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement
by "Nielsen BookData"